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Madonna and Swae Lee’s “Crave” Music Video Delivers a Message – Watch

Alternating between color and black and white, the video’s concept is refreshingly simple.

Crave
Photo: YouTube

Though Madonna’s 2015 album Rebel Heart was infamously plagued by leaks, the singer has kept a tight lid on the follow-up, Madame X. Until last week, that is. Details about the project were scarce leading up to the release of the first single, “Medellín,” but a rough cut of the music video for “Crave,” the album’s second single, leaked after director Nuno Xico inadvertently posted a “fully unfinished” clip to his Vimeo account.

The leak likely cranked up the heat on what already seemed like a rushed release. Madonna reportedly skipped this year’s Met Gala to shoot the video for “Crave,” which is far more radio-friendly than the bilingual “Medellín,” featuring reggaeton singer Maluma. The song is a midtempo trap ballad—yes, that’s a thing—that juxtaposes acoustic guitar and Madonna’s plaintive vocal with 808 snares and a guest verse from rapper-singer Swae Lee.

The video for “Crave,” officially out today, opens with the queen of pop releasing a messenger bird off the roof of a building in downtown New York, overlooking the Manhattan Bridge. One by one, Swae collects her messages, which include a reference to Carson McCullers’s The Heart Is a Lonely Hunter, Madame X’s favorite novel.

Alternating between color and black and white, the video’s concept is refreshingly simple, even if the frenetic editing and Madonna’s jerky, hyper-sexualized dance moves clash with the track’s unorthodox but elegant arrangement. Thankfully, she ditches the wigs from “Medellín,” though she is seen donning that as-yet-unexplained “X” eye patch throughout.

Watch below:

Madame X will be released on June 14 via Interscope Records.

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